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From Denise's Desk: Marketing to the Media & Beyond

One of the most important referral sources for home care and hospice agencies is also the one that is most frequently overlooked - the key influencer segment. Key influencers are those targets that have the potential to direct information to (and generate referrals from) a larger group of constituents.

The media is a perfect example of a key influencer segment. The faith-based community is another. The potential for fostering referrals from these groups should definitely not be overlooked. If you don't have one already, I recommend compiling a list of prospective key influencers such as media, churches, estate planners, attorneys, funeral homes, large employers, VFW, American Legion, etc. Once you have your list prepared, this audience should be contacted a minimum of four times per year(monthly is even better).

When targeting the key influencer segment, remember to keep your message educationally focused. While the key influencer will generally welcome the opportunity to be the messenger for information that enhances the well-being of their constituent, they will avoid anything that smells of sales like the plague. Newsletters are a terrific way to get your message out to key influencers in an educational format. Educational handouts are another. Often times churches and other key influencers will be happy to distribute or make available copies of your newsletter or other health-related handouts to their parishioners. And, if you can include a special promotional item, such as a mug, pen, magnet or calendar with your logo and contact information on it, the impact will be even greater.